A Project report on summer

training

Surat District Co-operative

Milk Producers Union Ltd.

By Chintan Desai

Introduction to Sumul

The Surat District Co-operative Milk Union Ltd, one among the 12
district unions, 13 talukas, 5 chilling centers, & 1055 Co-operative
societies
Acts as manufacturing units of dairy products for (G.C.M.M.F.) Gujarat
Co-operative Milk Marketing Federation Limited, the marketers of
Amul and Dhara brand of products.
Established to salvage the poor producers from the clutches of the
private traders
SUMUL Dairy is a co-operative endeavor committed to help marginal
farmers and down trodden tribal to lead to a healthy life and better
standard of living through scientific animal husbandry practices.
The Surat District Co. operative Milk Producers' Union Ltd., SUMUL is
trade name and literally meaning sound price, came into existence
on August 22, 1951 established by Shri Jagjivandas Ranchhoddas
Patel.

 SUMUL has five chilling center at Bajipura, Navi

Pardi,Uchchal ,sumuldairy, sumuldan for ensuring
safe delivery of raw milk to SUMUL
The milk is processed and pack into various type
of liquid
milk and by products to improve the
nutritional feed given to the cattle at village level
The co-operative has established a cattle feed
factory at Chalthan.
Unit of SUMUL &
Capacity

Chillin
g
Center

Establi
shment

Capacity
in LPD

Distance
from Surat
(km)

Sumul
dairy

1951

500000

Bajipura

1975

300000

50

Uchchhal

1982

100000

105

1996

200000

25

1970

300 mt/day

20

N
Their
o.

4
5

Navi
Pardi
Sumulda
n

Sumul Work Area Map

Work-Area
Site

Process Flow From Village to

Chilling Center

Dairy Plant to
Market Level

Organisational Structure

Turnover
years

turnover in crores

1970-71

0.41

1980-81

18.83

1990-91

78.11

1995-96

183

2002-03

353

2003-04

382

2004-05

425

2005-06

548

2006-07

647

2007-08

700

2008-09

790

2012-13

900

In the years 2013-14 it is estimated that

turnover will be 1552 Crores.
During the year 397998669 Kilos milk have
been procured

Product of the Company (Product Mix)

Milk is the mail product that is produced by the Sumul.
Milk acts as a raw material for the other products of Sumul like curd, butter
milk, Paneer, etc.
Sumul processes variety of milks such as whole milk, toned milk, cow milk,
etc because the demands of milk are different from customer to customer
For Health
Amul Gold Milk
Amul Shakti Milk
Amul Taaza Milk
dahi
Amul Slim 'N' Trim
Sumul Cow Milk
Sumulya High Fat Milk

With Food
Premium Chaash
Cow ghee
Probiotic skimmed milk
Probiotic dahi
Fat free dahi
Masala Chhash
Lassi
Ghee
Dahi

 Special Time
Elaichi Peda
Kesar Peda
Elaichi
Shrikhand
Elaichi Delite
Kesar Dryfruit
Mango
Shrikhand
Ghari
Gulab Jamun
Rasgulla

For Good Mood

Tea

Types of Milks

NAME

SNF (%)
FAT (%)

Whole Milk

Toned Milk

Cow Milk

3.5

8.8

Skim Milk

0.07

9.3

Standardize Milk

4.5

Buffalo Milk

5.5

PSM

4.7

8.8

Sumulya

6.2

9.1

Channels of Distribution
Dairy

Sellers

Dairy

Customer

Customer

Direct Distribution Channel

Indirect Distribution Channel

Marketing Department
Objectives:
Increase the yearly sale of Sumul products by
15 % in comparison of last years same month.
To monitor the internal and external
customers satisfaction level.
To monitor the product and the storage
condition including GMP and distributors parlor
retailers levels.
Training and awareness to customer regarding
ISO-9000, ISO-14000, HACCP, GMP and Sumul
products about 1000 customer per year.
Appoint 5 new agents per month to make milk
easily available in market.
To take 25 milk awareness programs at various
schools in Surat.

HR department
Activities
Recruitment & Selection
Human Resource Planning
Training & Development
Promotion & Transfer
Performance Appraisal
Employees Welfare
Human Resource Audit

Production Department

Milk Procurement
Distribution
Bulk Chilling Unit
Inventory Control
Storing
Quality Control

Milk Sales (2011-2014)

Particulars
Average Daily Milk Sale

2011 - 2012

2012 - 2013

775991

809744

98926

108790

2796

2903

290

290

279

292

(Liter)
Average Daily ButterMilk Sale (Liter)
Total No. of Milk
Distributors
No of Full Time Sales
Centers
No of Surat District
Milk Distributors

Research Methodology
Research Problem Statement
A study to understand the satisfaction level of
Sumul milk in terms of various attributes and also
to determine factors responsible for the usage of
Sumul/Amul milk
Research Objectives
To study most important attributes considered during the purchase
of milk
To determine the factors responsible for usage of Amul/Sumul brand
To determine the level of satisfaction of various the types of milk
with respect to their different attributes.
To determine the level of satisfaction of different forms of milk with
respect to their different attributes.

Research Design

Type of Research: Descriptive

Data Collection Method : Primary data collection
Sample Size:250 Respondents
Sample Frame :various regions of Surat City
Sample Element : no specific sample element
Sampling Method : Convenience sampling
method which is included in Non-probability
methods of Sampling.
Instrument for Data Collection : Structured
Questionnaire

To study most important attributes

considered during the purchase of
milk

very
bad
bad
okay
good
very
good

Good
for
Value
Good maki goog
for
for
ng pack
Natu
Fresh Thick Colo high
Hygi mon Shelf childr prod agin low ral
ness ness ur
fat Taste Smell ene ey
life
en ucts
g
fat milk
0

20

12

14

12

16

14

10

18

72

26

12

14

12

20

22

10

46

38

48

34

46

50

38

32

42

34

24

28

16

226

188

196

188

196

186 178

118

186

192

198

200

192

206

To determine the factors

responsible for usage of
Amul/Sumul brand

Yes

Compa
Avail
rativel
abilty Timely
y
on all deliver lower
days
y
prices

138

40

66

Alw
Good
ays
for
bee
Goo
Lon maki
n
d for
Hig
ger ng Good
usi No Lo Nat
child Fre Thi Sm h Col shel prod pack
ng choi w ural
ren sh ck ell fat our f life ucts aging Pure it ce Fat milk

50 60 90 60 68 54

82

68

72

90 172

50 70 180

Graphical presentation of
the data

To determine the level of satisfaction of

various types of milk with respect to
their different attributes

To determine the level of

satisfaction of various the
types of milk with respect to
their different attributes

For pack ver

m of ed y
milk unh goo
omg d
enis
ed
pack ver
ed y
hom goo
geni d
sed
loos ver
e
y
milk goo
d

Goo
Val
d for
ue
Goo mak
for
d for ing goog
Natur
Fresh Thick Col high
Smel Hyg mo Shel chil prod pack low
al
ness ness our fat Taste l iene ney f life dren ucts aging fat milk

194

158 170 170 172

168 158 100 164 168 168

20

20 16

18

20

18

12

10 10

14 16

178 168

182

18

18

20

20

18

18

10

Relation between the form of

milk and high fat of the milk
Form of milk * High fat Crosstabulation
Count
High fat
Cases
Yes
No
Total
Form of milk packed
60
152 212
Valid
Missing
Total
homgenised
packed
Perce
Perc
Perce
unhomgenise
6
14
20
N
nt
N ent N
nt
d
loose milk
2
16
18
100.0
0.0
100.0
Total
250
0
250
68
182 250
%
%
%

Case Processing Summary

Form of
milk *
High fat

Chi-Square Tests

Pearson Chi-Square
Likelihood Ratio
Linear-by-Linear
Association
N of Valid Cases

Value
2.562a

df

Asymp. Sig.
(2-sided)
2
.278

3.015

.221

1.733

.188

250
a. 1 cells (16.7%) have expected count less than 5. The
minimum expected count is 4.90.

Relation between the type of

milk and thickness of milk
Case Processing Summary

Type of milk * Thickness

Count

Type of
milk

Total

Valid
Percent
250

Cases
Missing
N
Percent

100.0%

0.0%

Type of milk * Thickness Crosstabulation

Total
Percent
250

100.0%

Chi-Square Tests

Thickness

toned milk
standardised
milk
cow mlk
ultrahigh
treatment milk
full
cream/whole
milk/buffalo
milk
skimmed milk

very
bad okay good good Total
0
0
0
8
8
0

22

72

98

Pearson ChiSquare
Likelihood Ratio
Linear-by-Linear
Association
N of Valid Cases

22

106

134

0
4

2
12

0
46

0
188

2
250

Value
132.2
07a
53.49
9
.620

Asymp.
Sig. (2sided)

df
15

.000

15

.000

.431

250
a. 18 cells (75.0%) have expected count
less than 5. The minimum expected
count is .03.

Limitations
Research work was carried out in Surat only. The findings may not
be applicable to the other parts of the country because of individual
psychological differences.
The sample was collected using convenience-sampling techniques.
As such result may not give an exact representation of the
population.
Due to busy schedule of respondents, they may not fill the
questionnaire with their true feeling regarding their preference.
Questions may not be fully understood by the respondents and
hence cannot yield accurate result.
The depth of the questions is limited as the questions are close
ended and so the respondents cannot express their views in detail.
The study is conducted over only a few respondents hence the
effects and views cannot be generalized to the masses.
The satisfaction levels are not constant on every day.

Findings

Value for money is the attribute consumers are least satisfied with
and freshness is the most satisfactory attribute of all.
Factors such as natural milk and loyalty (always been using it) are
largely responsible for the usage of Amul/Sumul brand. Availability of
Sumul on all days is also an important factor. Timely delivery is rated
the lowest.
Considering all types of milk, full cream/whole milk/buffalo milk has
been the most preferred type of milk satisfying almost all attributes of the
milk. Whereas the standardized milk is the next preferred type of milk.
Considering all forms of milk, packed unhomogenised milk is the most
used form of milk satisfying almost all the attributes of the milk. Whereas
the loose milk is least preferred form of milk.
Satisfaction of the customer regarding high fat of the milk varies
according to the form of milk.
Satisfaction level regarding thickness of the customer varies with the type
of milk.

Conclusion

Value for money is an attribute which needs to be looked upon. Sumul can launch
low cost milk or do some reductions in the current prices to increase the
satisfaction level of their customers hence increasing their customer base.
Maintaining the freshness of the milk is highly recommended as its the most
satisfactory attribute.
Sumul can concentrate more on delivering the milk on time in various areas.
Good in maintaining their customer base. Therefore they can also initiate certain
customer loyalty rewards for maintaining the same.
With respect to different attributes, full cream/whole milk/buffalo milk has been the
most preferred of all types. Therefore, Sumul can look into increasing satisfaction
level of these attributes in other types as well to increase their sale and demand.
Packed unhomogenised form of milk has been preferred by all.
Consumers satisfaction levels in terms of certain attributes are dependent on the
form of milk they purchase. For e.g., satisfaction level of high fat varies with the
type of milk. Therefore Sumul can concentrate on fat related or specific promotions
to increase the sales of certain products such as Amul Gold and Amul shakti.
Same sort of initiations and promotions can be done with respect to thickness of
the milk as its satisfaction level also varies with the form milk.

Thank You